COI/Department of Transport - Road Safety: Named riders
In 2009 collisions between motorcyclists and drivers continued to account for 21% of deaths on the road. Tackling the idea that drivers and motorcyclists were not ‘meaningful’ to one another, a unique behavioural change model transformed attitudes and claimed behaviours amongst key audiences by humanising motorcyclists to those most likely to cause them harm. Over the campaign period, motorcycle casualties dropped by 8.5% vs. the same quarter the previous year. It is estimated this new approach to motorcycle safety will deliver a saving of £8.85m to society.